Who sees opportunity in HBO’s blunders? Apple. The Cupertino firm is investing $6 billion in original, vertical content on Apple TV+, seizing the luxury positioning from HBO. Luxury is about artisanship and scarcity. Apple TV+ isn’t about what’s on Apple TV+, but what isn’t. Specifically, nothing that isn’t produced by Apple. Sure, The Morning Show is no Sex and the City, but neither was HBO’s Arliss. HBO spent years ramping up its original content before Sex and the City (1998), and The Sopranos (1999) made it the prestige TV champ. When you wonder where all of Apple’s $6 billion in content
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